Mercedes-Benz
Brand Experience – Studio Odeonsplatz by Mercedes-Benz
Mercedes-Benz
Brand Experience – Studio Odeonsplatz by Mercedes-Benz
RETAIL SPACE: A NEW MEDIA CHANNEL
Studio Odeonsplatz by Mercedes-Benz – As part of a long-term cooperation, Mercedes-Benz and LIGANOVA have launched the first Programmatic BrandExperience Space in Munich, comprehensively tailored to the needs of a modern and digital-savy target audience.
A prototype for innovative and connected content hubs, Studio Odeonsplatz offers a unique approach to brand experiences in creativity, art, content and digitalization. The immersive and ever-changing “walkable Instagram space” spreads across 400 m², redefines the future of urban physical brand spaces while building a local and global community.
The store is transformed into a phygital media space: At Studio Odeonsplatz everything – from the concept and infrastructure to the entire brand communication – is understood as a media space that is filled with content that has a new quality: curated and immersive; from physical to digital and constantly changing.
The studio is the prototype of a networked content hub and the future of commercial brand spaces. The space is topped off with a co-working & community area as well as premium hospitality provided at the deli bar in collaboration with Matcha Rina, where you can immerse yourself in the world of intense green tea and enjoy handmade matcha specialities.
At Studio Odeonsplatz, the LIGANOVA experts bring together everything needed for a contemporary brand & retail experience: Brand understanding, design, tech and digital know-how, experience in designing spaces and cultivating communities.
The ‘Experience-as-a-Service’ operating model for brand stores offers concept, store design, campaign implementation and store management on one-hand.
OUR ASSETS
TEMPORARY CAMPAIGNING
The whole space is an interface that's brought to life through curated content. For the temporary campaigns, LIGANOVA’s content experts curate designers, artists, technologists and creative makers to tell interactive brand stories and showcase cutting-edge installations that reflect the zeitgeist and drive in-store interaction to the next level. LIGANOVA is also responsible for the development of the overall campaign themes and various formats.
PHYGITAL VISITOR JOURNEY
Studio Odeonsplatz blends the analog and digital worlds, and fosters the exploration of never-seen-before phygital experiences. LIGANOVA developed the in-location app EXOS that connects the space with changing digital content and turns it into an interactive stage, ensuring the ultimate connected visitor journey.
CAMPAIGN – VISION ONE-ELEVEN
In this special campaign, Studio Odeonsplatz dives into a new era of sporty luxury with the extraordinary Mercedes-Benz Vision One-Eleven, celebrating the progressive reinterpretation of a 70s brand icon. Inspired by the legendary C111, this visionary concept car serves as the centerpiece of the studio, showcasing a highly dynamic design language and innovative all-electric drive technology that redefines the art of automotive design. In a multi-facetted setting, the spirit of innovation and technology could be experienced through physical and digital layers as well as cultural programming and content cooperations throughout the space.
Vision One-Eleven impresses not only in terms of experience but also in aspects of aesthetics and content. Many guests explored the stunning silhouette, bathed in the car’s signature orange, and were invited to linger and discover.
In the spirit of community and connectivity, Studio Odeonsplatz invites visitors to explore, experience, and co-work – either at Matcha Rina, the studio’s hospitality partner, throughout regular visiting hours or at one of the many special happenings taking place, appealing to all senses.
SELECTED PAST COLLABORATIONS
LEGO G-CLASS
This campaign is calling all LEGO lovers and car enthusiasts! Childhood dreams come to life as you explore not only a detailed model set of the G-Class but also a life-sized version, built in over 2,000 hours of labor and comprising more than 400,000 LEGO bricks, showcasing nearly all the elements of the real G-Class. Brick by brick, pure amazement!
SUSTAINABLE SMILE
Turning to the topic of sustainability as a whole, Studio Odeonsplatz by Mercedes-Benz partnered up with Smile Plastics and turned the space into a green playground to discover the multifaceted elements of a sustainable lifestyle in a playful and immersive way: Think pop-ups, special activations, various workshops to build a conscious community and extraordinary, colorful eco-friendly furniture.
FESTIVE FOREST
Closing the year 2021 with a celebratory make-over and a special guest on stage: Marking its centenary, luxury car brand Maybach collaborated with us to turn the studio into a cozy winter lodge: with shiny prisms, the pop-up ‘Ice-Bar’ and even some iconic Maybach items up for purchasesuch as leather jackets, bags, pens, and eyewear. And in the midst of it all: the new Mercedes Maybach S-Class.
HIDDEN HEROES
What hidden powers and people behind the scenes shape the reality we live in? ‘Hidden Heroes’ tackled this question by shifting the spotlight to the small, yet indispensable elements that create and complete the world and still are often overlooked The centerpieces of this campaign were two beautiful 3D-installations by Dirk Bonn and Janet Echelmann that picked up the spirit of interconnectedness and attention to detail.
THE DESIGN EDIT
Design is a hotbed of innovation and this campaign explored every facet of it. In a two-part narrative, ‘The Design Edit' highlighted the inspirationand inevitability of design, whether it's about mobility, fashion, interior, sustainability or co-creation. A unique airbag installation by Heron Preston and an exclusive capsule collection by Proenza Schouler were featured back-to-back at Studio Odeonsplatz, to bring this artistic spirit to life.
INTERACTIVE INTELLIGENCE
“Interactive Intelligence” stepped into the modern interaction of man and machine. As machines are becoming of increasing importance and power, especially due to the implementation of AI technology, at the same time, social connections between humans are shifting to the digital realm. At its heart, the campaign featured the engaging installation The Future of Secrets by Sarah Newman.
SHINE ON
Our past campaign “Shine on” created a space to reconnect us, the people, with the cosmos, invoking a sense of wonder and limitlessness. Featured artist Sara Shakeel supported this thought with her artwork which shows real-life objects in a new, dazzling light. Her main art piece brought to life a Mercedes-Benz SL 320 with crystal illusions – creating a unique phygital experience, placing the visitor somewhere between fiction & reality with a little sparkle.
STUDIO MARY LENNOX
The second campaign ‘New Awakening’ was intended to encourage new visions. Cooperation partner was the renowned Berlin-based flower art label “Studio Mary Lennox”. Ruby Barber, its founder and creative director, transformed Studio Odeonsplatz into a modern, seasonal space with an exclusive installation of botanical art and a staging of the vintage and iconic “Mercedes 300 SL”.
VIRGIL ABLOH
‘Projekt Geländewagen’ is the first outcome of a unique collaboration between Mercedes-Benz Chief Design Officer Gorden Wagener and Virgil Abloh, Chief Creative Director and Founder of Off-White and Men’s Artistic Director of Louis Vuitton. This legendary design piece combining the worlds of fashion, art & automotive in an unprecedented way was exhibited at Studio Odeonsplatz for 4 weeks.
STUDIO OF WONDERS
The launch campaign was ‘Silver Garage’, a theme that fused freedom, openness and maker optimism to spark inner drive. The concept featured a collaboration with Berlin-based experience lab Studio of Wonders which translated the campaign theme into instagrammable visual statements, interactive photo settings and installations at the studio.
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